3 Marketing Messages That Dissuade Derision

The rise of adblocking has a lot to do with both the relentless intrusive hammering of ads at uninterested target audiences and the perpetual desensitisation of extravagant marketing claims at audiences, both passive and active. To avoid audience derision from marketing messages, we recommend:

1. TargetingThis one of obvious. Invest in learning how to get Facebook targeting right and only point your marketing messages at the audiences that represent the behaviours with which your product or service is segmented. For impulse category products, segmentation based on demographics is acceptable. For higher thought process purchases, a blend of psychographic and behaviour based segmentation derives the greatest impact.

2. PlatformsChoose partners that have worked out a way to natively integrate your ad format into their site without creating an experience that misdirects the site visitor. That way, site visitors will not for instance accidentally click on your ad and your retargeting mechanisms will not waste ad dollars following them around. In the quest for earnings, many publishers across the programmatic ecosystem have begun to defraud advertisers and their representatives in this manner, so it pays to conduct a thorough media audit on in market segments.

3. TextWhen investing in search marketing ads, focus on text more. The response to these ads on Bing and Google trumps those on the sponsored feed as the ads correlate with an intent to search and demonstrate higher click through rates. This is an especially helpful alternative for product categories wherein a customer would prefer their privacy protected and would be upset by a retargeted ad around a product that solves an embarrassing problem.

When the above is followed, an active and a passive target segment feels pulled into a purchase, owning the decision along the way. While there is no don’t that push-based marketing generates results, it does so at the expense of a long-term drive. The neuroscience behind customer mindshare states as much, wherein a task done after a series of nagging is less satisfying versus a task done after a series of gradually growing desires.

And with this knowledge, marketers can grow sentiment and the bottom line.

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Usman Khalid is the founder & CEO of Centric DXB. He excels in taking the point of view of both our clients and our internal teams - expressing those perspectives, concerns and requirements to the other side. Aspiring clients & partners can reach him on usman.khalid@centric.ae